Joe AD one
Joe is a moody Italian from Brooklyn who ran a restaurant in Boone, NC. Mountaineers didn't understand his attitude because most of the time he was messing with you.
I bartered with him for food (loved his food!) and created this "Joe's Mood Today is…" campaign. Tripled his business. Each ad accompanied a second ad on the next page in the paper. We also did a TV spot, a website that randomly chose a mood for each day, and a sign for the door warning visitors.
The photo shoot lasted 20 minutes and we got 47 distinct expressions.